When it comes to improving conversions on your website, it's essential to remember one thing: don't make it unnecessarily complicated for your customers to buy from you. The goal is to provide a seamless journey down your sales funnel, not a confusing maze that leaves them scratching their heads.
A common pitfall in digital marketing is the belief that providing more options will cater to everyone's needs. But in reality, if you bombard your customers with an array of choices and force them to undertake mental gymnastics, there's a good chance they'll abandon their cart.
Unclear value propositions are often to blame for such scenarios. Customers need to understand your offer quickly and easily. If they don't, they might promise themselves to come back later, but in most cases, that 'later' never comes.
Keep in mind that a lot of people will be multi-tasking, have multiple devices active, have several tabs open and may be quickly distracted. Holding people's attention is one of the big challenges every website faces.
Pricing tables, when done right, can be an invaluable asset. They serve as roadmaps, illustrating the differences between your options and guiding your customers towards an informed decision.
However, moderation is key. Too many options in the pricing table can confuse rather than clarify. Aim for simplicity, offering three or fewer different options. If your pricing structure includes monthly and annual plans, ensure this is displayed in a straightforward and digestible manner. The design of your pricing and plans can make a big difference to your conversions.
Always be clear about the action you want your customers to take. Whether it's signing up for a newsletter, downloading a resource, or completing a purchase, the next step should be obvious. Even to the person half-asleep, trying to also have a conversation on a crowded train.
And remember, it's always a good idea to get a fresh perspective. You can book a strategy consult with me HERE to work on simplifying your offers and improving your conversions, or you can get a full audit of your website.
By simplifying your offer and reducing options, you can drastically enhance your website's conversion rate. So, cut through the complexity, and watch your conversion rates soar.
Created for businesses owners with any level of tech-experience, this simple audit will help you identify the areas of your website that are holding you back from growth. If your website isn’t performing as well as it could, this checklist will show you exactly where to start, so you can get more out of your marketing dollar.
